Channel 4's beautifully crafted TV ad "We're the superhumans" by 4Creative was honoured Commercial of the Year at the 2017 British Arrows. It also scooped an additional four gold Arrows in the Campaigns categories and to top it off, Channel 4 also won the Advertiser of Excellence award. What a night for them!
The campaign was a follow on to the epic ‘Meet the Superhuman’s’ but this time, joint creative heads, John Allison and Chris Bovill, extended the concept beyond athletes as part of Channel 4’s Year of Disability. This celebratory and uplifting ad involved more than 140 people – showing everyday people doing amazing things. Created to change attitudes to disability, it shared a powerful message to the nation – yes we can!
John Lewis' 'Buster the Boxer' won a gold Arrow for adam&eveDDB and Waitrose’s 2016 Christmas ad, "Coming home", also created by adam&eveDDB and produced by Rogue, won Best Crafted Commercial. Production Company of the Year went to Blink, which was behind "We're the superhumans", directed by Dougal Wilson.